Study: Majority of People Happy to Share Location Data with Brands They Trust

It seems that we, as consumers, don’t really mind being stalked by brands, assuming we get something out of it. At least that’s what we’re taking from the findings of a new survey conducted by Millward Brown Digital in eight countries, which revealed that 80 percent of consumers would share location data with brands in order to receive SMS or push messages.

In fact, 59 percent of global respondents actually say they prefer SMS and push campaigns over other forms of mobile marketing, including videos, banner/display ads, and email.

That’s not to say, however, that consumers would be happy to receive these messages unsolicited or from just anyone — though people are open to sharing their location data to get personalized SMS messages, most prefer these exchanges to occur with their favorite trusted brands, and want the messages to be relevant.

When asked why they would share location data with a company, those surveyed gave the following responses:

  • 47 percent would do so in order to receive relevant offers or discount coupons
  • 45 percent would do so in order to receive information they have requested
  • 36 percent would do so in order to help them solve customer service issues
  • 24 percent would do so in order to check-in or post on social networking sites

Over four billion people send text messages, which means SMS has more users than Facebook, Twitter and LinkedIn combined. Additionally, according to recent data from the IDG Global Solutions2013 Mobile Survey, 83 percent of global survey respondents own or use a mobile device, and 56 percent of smartphone and 73 percent of tablet users have made a purchase using their device. Considering that only 1 in 5 marketers sent an SMS message last year, it seems this type of marketing is being underutilized, given this data and the survey results.

“These findings show that mobile marketers have a tremendous opportunity to utilize mobile messaging as a preferred channel for highly personalized, micro-targeted marketing campaigns,” said Michael Becker, mobile evangelist and marketing development exec for North America at Somo, in a news release. “They also show that marketers should use the channel with care, that trust and message value are critical to consumers, and that marketers must strategically utilize consumer preference, behavior and location data in their design to ensure effectiveness.”

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